CONSUMER’S EVALUATION ABOUT SERVICE RECOVERY: THE ROLE OF SOCIAL COMPARISON

ABSTRACT Purpose: This theoretical essay aims to contribute to a deeper understanding of distributive justice in situations of service recovery. More specifically, we seek to investigate distributive justice evaluations based on social comparisons. Originality/value: This article seeks to fill a gap in the existing knowledge to discuss the social comparison theory applied to the service recovery context. Design/methodology/approach: After a literature review, we present three research propositions about comparisons between consumers in terms of compensation received after complaining abo...